It’s easy to feel overwhelmed by the many challenges facing the world today. However, one source of hope and motivation for me comes from the entrepreneurs supported by the Miller Center for Social Entrepreneurship. Their creative solutions to these problems prove that business can be a powerful force for social good.

For social entrepreneurs to thrive, they must learn from one another. With this in mind, we asked entrepreneurs from Miller Center’s Clean Water and Climate-Smart Agriculture in-residence program to share their thoughts on innovation, the obstacles they have overcome, and the lessons they have learned. The insights of these eight leaders can help other social entrepreneurs build sustainable businesses that contribute to ending global poverty. (You may have seen them at last fall’s SOCAP conference, where they presented their social enterprises to a packed audience.)

Whether they are working to improve smallholder farmers’ yields and profits, expand market access, or provide clean water and sanitation solutions, these entrepreneurs emphasized a few common themes, which I will highlight below.

FOCUS ON CUSTOMERS’ NEEDS

Successful entrepreneurs do not rely on generic, theoretical, or top-down solutions. Instead, they begin by thoroughly understanding the needs, challenges, and conditions of the people or communities they aim to serve. They recognize that what works in one place may not work in another.

For example, Cycle Connect helps remote farmers acquire the tools they need to boost their yields and access buyers. “We meet our clients where they are: in deep rural areas disconnected from roads, markets, and connectivity,” said CEO Emmy Okkema. “By being close to our clients in the last mile, we are able to understand their farming cycles, social structures, and financial capacity.”

Because of this close connection with their customers, Cycle Connect has provided over 12,000 farmers with essential assets such as oxen, plows, bicycles, and motorcycles. They also play a key role in distributing these tools. Okkema attributes the company’s success to its farmer-focused loan terms, locally sourced oxen, and specialized business training that helps farmers maximize their resources.

ADAPT TO NEW CHALLENGES

Entrepreneurs often face unexpected challenges, particularly in emerging markets. They must be flexible, sometimes shifting from what originally seemed like a promising path in response to new circumstances.

The Harvest Fund, which supports marginalized women farmers in Africa through technology, finance, and training, faced an unexpected issue when it shifted to tomato production. “After we pivoted toward tomato production, the markets experienced an extreme drop in fresh tomato prices,” said Michelle Kurian, executive director. The organization responded by exploring ways to process fresh tomatoes into paste at the farm level. Since Zambia only has two tomato product companies, which mainly import their paste, The Harvest Fund saw an opportunity to fill a supply chain gap with locally produced paste.

Gravity Water, which provides safe drinking water to schools in developing countries, faced a different kind of challenge. “When Gravity Water first launched in Nepal, the country was still rebuilding after two devastating earthquakes in 2015,” said founder and executive director Danny Wright. The disaster left behind water pollution, limited electricity for filtration systems, and a lack of funding and knowledge to repair damaged infrastructure. In response, the company developed a 100% electricity-free system that combines rainwater harvesting, elevated storage, and gravity-fed filtration to meet its customers’ needs.

Climate change has also caused difficulties for Miyonga Fresh Greens, a company that exports fresh fruits and vegetables from East Africa. Heavy rains were destroying crops, reducing yields, and affecting product quality. To address these issues, “in 2020, Miyonga introduced innovative agro-processing technology, creating dried and powdered fruit products to add value beyond fresh produce for export and local consumption,” said Grace Njoroge, operations manager.

In some cases, a lack of local resources forces companies to rethink their business models. Sauti East Africa originally planned to create a platform connecting farmers with market information but soon realized that data on buyers and sellers in East Africa’s marketplaces was unavailable. “We were falling short of addressing one of the greatest needs for farmers in East Africa: finding buyers for their products,” said CEO and co-founder Lance Hadley. Sauti adjusted by developing its own directory of buyers and sellers, enabling farmers to connect directly with potential customers.

Finding funding also requires creative thinking. Many investors are willing to fund clean water access, but few want to pay for the ongoing maintenance of handpumps, taps, and other infrastructure. SaniTap has tackled this issue with an innovative financing model that rehabilitates and maintains water sources in Madagascar for 15 years. “SaniTap will use the fast-growing carbon offset market to finance the work,” said managing director Andrew Tanswell. “Carbon credits will be generated from the restored provision of safe drinking water and sold to corporations looking to reduce their carbon footprint.”

Sometimes, success itself can create unexpected challenges. AMAATI, a social enterprise in Ghana that promotes fonio, an ancient, nutrient-rich grain, initially worked only with women smallholder farmers. “Women’s land access was the key problem we wanted to solve,” said CEO Salma Abdulai. “However, when men saw that women using marginal lands for fonio started growing other crops after the land was revitalized, they wanted the land back.” To address this issue, AMAATI involved men in fonio cultivation as well. “Once they started benefiting, they realized how important it was for their wives to keep using the land,” Abdulai said.

BUILD STRONG CONNECTIONS WITH CUSTOMERS, FUNDERS, AND PARTNERS

Many of these entrepreneurs stressed the importance of developing relationships with customers, partners, funders, and other stakeholders.

For example, Warc Africa, which provides regenerative farming inputs as a service, found success by shifting to a partnership model. “We pivoted to a partnership approach with suppliers and downstream buyers to shift to fairer pricing and cash-and-carry,” said CEO Christopher Zaw. This strategy allowed Warc to deliver more inputs to more farmers at lower prices while avoiding credit risks.

Cycle Connect strengthened its ties with customers by opening six smaller branches in last-mile trading centers, some located 50 miles from the nearest town. “This allowed us to build strong relationships with farming communities and see more clients faster,” said CEO Emmy Okkema. As a result, the company saw a 70% increase in loans and achieved a 95% repayment rate.

Miyonga Fresh Greens also recognizes the value of partnerships. “One aspect that has greatly contributed to Miyonga’s growth is forming strategic partnerships,” said Grace Njoroge. “Over the years, we have partnered not only with farmers but also with institutions and development agencies. These partnerships have helped us secure funding, access resources and knowledge, increase revenue, and reach wider markets. This has allowed us to bridge the gap between opportunity and expertise while improving farmers’ livelihoods.”

CONCLUSION

Listening. Connecting. Staying flexible. Understanding the specific needs of a community, market, or region. Then finding solutions tailored to those needs.

In all our discussions with entrepreneurs at Miller Center programs—and with others around the world—these principles stand out as the foundation of a successful business. They are simple but not easy.

Building a business is tough, especially in emerging markets. We must do our part to support these passionate, creative, and determined innovators—whether by helping them refine their business skills, providing critical funding, or working alongside them to expand their impact.

These entrepreneurs are shaping the future. And their success gives all of us hope for what’s ahead.